Advertising techniques

This week

• You need to pay special attention to the vocabulary we use to describe and talk about advertising.

• Keep a glossary of key terms.• Clarify if you’re not sure.

Target Audience1. When creating an advertising

campaign, the advertisers decide on a target audience. A target audience is a specific group of people within the target market at which the marketing

message is aimed at.

Target Audience

Think of your favorite ad.

Who is the target audience? (Be specific)

How can you tell?

Are you a member of the target audience?

Appeals 2. Advertisers try to sell to consumers

by using ‘appeals.’ Desirable qualities in media messages try to

make products appear more attractive and appealing.

Some appeals include…

Brand loyalty: to convince you that one brand is better than the

rest

Bandwagon: to convince you that everyone is using a particular product

and that you should too.Progress: emphasises that a

program is “new and improved”

Testimonial: Celebrity endorsements stick in peoples minds, so even if we know better

than to buy something just because a famous person claims to like it, we nonetheless remember the pitch and the product.

Emotional appeals are advertising techniques in which the

advertiser tries to play up on the emotions of the audience. One kind of emotional appeal is the

fear appeal, where the advertiser implicitly or explicitly draws upon people's anxieties

to sell a product.

Evidence: includes results of

surveys and tests

False Image: to convince you that you will have a certain image if you produce a specific product

Romance or sex appeal: tries to

convince you that others will find you irrestistable if you

use a specific product

Reward: offers a special prize, gift, or coupon when a specific product or service is purchased

Health: implies or states that this product will make you healthy

Repetition: One of the most simple techniques used by advertisers is repetition. Advertiser

create repetition by running an ad frequently. When it comes time to make a purchase, and the name of one of the products on the shelf

has been repeated to the consumer many times, that product might just stand out enough for the consumer to choose it.

Use of Humor: Of course, one of the most effective

ways to get the audience's attention is to be funny - if the attempt

works and doesn't misfire. Humor is one of the best ways to break

through the "noise" of all the competition

advertising messages out there and get people to

pay attention to the sales pitch.

AppealsTry to think of an example from an ad (print or tv) for each of the types of appeal:• Bandwagon• Progress • Brand loyalty• Testimonial• False image• Emotional appeals• Evidence• Romance or sex appeal• Reward• Health• Repition• Humor

Logos3. Identify these logos (don’t yell them out)

Write them down in your books…

SLOGANS

A short, memorable advertising phrase that

often appears in advertisements.

4. Listed below are a number of different slogans used by the Coca-Cola Company over the years.

1886 Drink Coca-Cola1907 Coca-Cola is full of vim, vigour and go –it’s a

snappy drink1925 It has the charm of purify1932 Thirst come thirst served1940 America’s year round answer to

thirst1953 Drive safely Drive refreshed1961 Coke refreshes you best1963 Things go better with Coke1970 It’s the real thing1976 Coke adds life1993 Always Coke

Which slogans would no longer be appropriate? Why? Write them in your book.

5. List 5 slogans you know

Jingles

A jingle is a short tune used in advertising and for other

commercial uses

6. Can you think of any jingles? Write one down.

7. Why are jingles so effective?

8. So there are some advertising techniques that

are used. Can you think of any others?